Mystery Shopping/Guest Satisfaction
Must GSS be a SUBSTITUTE for Mystery Shopping?
NOT NECESSARILY! --> they measure DIFFERENT THINGS! (but many companies can't AFFORD to do both)
Respondent Qualifications
- are GSS respondents SUFFICIENTLY TRAINED &/or seasoned to provide an ACCURATE ASSESSMENT of dining experience that can be SUCCESSFULLY/CONSISTENTLY used as TRAINING/COACHING tool?
Sample Selection
- are these the RIGHT GUESTS to be providing operational feedback to managers? - is an INCENTIVE the best way to get guests to complete survey? < guests might not even PAY ATTENTION to the things asked on the survey during their dining experience >
Program Implementation
- are you clear on HOW system works, WHAT it measures, and how you USE data?
PROs of Mystery Shopping (per "Pennies for their Thoughts")
- can provide info that tech-driven GSS CAN'T! - TRAINED! - measures SPECIFIC SET OF CRITERIA - evaluators KNOW WHAT THEY'LL BE MEASURING when they come in
Program Design
- has restaurant company developed the RIGHT SCRIPT for DATA COLLECTION/REPORTING? (DIFFERENT, greater SCOPE than GSS)
Mystery Shopper Training
- is there a SOUND ORGANIZATIONAL STRUCTURE to manage process? - are the RIGHT INDIVIDUALS selected/trained? - sound system to RECORD/REPORT shoppers experiences in a TIMELY MANNER?
CONs of Mystery Shopping (per "Pennies for their Thoughts")
- lower sample size - less indicative of real-world attitudes
CONs of GSS (per "Pennies for their Thoughts)
- more reflective of REAL-WORLD attitudes - can't tell you if restaurant wasn't open when it should have been - would only notice if THEIR favorite cream cheese flavor wasn't there... not variety in general - customers might not focus on SPECIFIC ISSUES he might be asked about (not TRAINED) - NOT PRECISE MEASUREMENTS OF WHAT ACTUALLY HAPPENS
PROs of GSS (per "Pennies for their Thoughts")
- provides USEFUL MARKET RESEARCH TOOLS - OPEN-ENDED Qs allow for guest insights that wouldn't have occurred to the restaurant managers (via IVR) - get LARGE SAMPLE SIZE (min of 50 vs min of 2) due to incentives, which lets companies "make better investment decisions about improving service"
Management/Staff Involvement
- should MANAGEMENT/SERVICE STAFF be DIRECTLY INVOLVED in data process? (i.e. it's OK to tell ppl to TAKE the survey, but is it OK to tell them to give you all 5s? --> PROB NOT!!)
4 Main Points to Consider for Mystery Shopping
1) Program Timing 2) Mystery Shopper Training 3) Program Design 4) Program Implementation
4 Main Points to Consider for GSS
< design/program it to OPTIMIZE BENEFIT - collect data and use it to CATER TO IMPORTANT ELEMENTS! > 1) Sample Selection 2) Respondent Qualifications 3) Depth of Analysis and Feedback Timing 4) Management/Staff Involvement
Program Timing
< how often do you want shoppers to come in? > - is sched/freq of shoppers' visits closely tied to OPERATIONAL OBJECTIVES and OUTCOMES to provide USABLE DATA for operators?
Overall Assessment of GSS
Accurately gathers guests' opinions, preferences and/or socio-demographic data, but MAY NOT accurately gauge operational performance :(
Example of company's shifted focus after GSS Feedback
O'Charley's is now working to shift NEUTRAL customers ("4" raters) to SATISFIED customers ("5" raters), b/c "5" raters are 2X more likely to return!! (had previously focused on addressing REALLY bad experiences)
A Mystery Shopper can't be...
OBVIOUS!
Mystery Shopper should be prepared to...
PAY ATTENTION!
IVR
a form of GSS... "interactive voice response"
Why are Mystery Shoppers and GSS different?
b/c Mystery Shoppers are not your guests?
Depth of Analysis and Feedback Timing
does GSS truly provide management with DETAILED, TIMELY FEEDBACK about guest exps in restaurants that's ACTIONABLE/CORRECTABLE?